Can Local Brands Replace Global Brands? BRICS+ Fashion Summit Participants on the Future of the Market
Ahead of BRICS+ Fashion Summit, fashion industry representatives from China, the United States, Egypt, Ecuador and Botswana shared their views on the prospects for brands from BRICS+ countries in the global market. I
26.09.2026
Xie Fanming, Vice President of the China Fashion Association, believes that BRICS+ brands are not limited to domestic and regional markets and are capable of competing with internationally renowned brands on an equal footing. However, “this requires long-term brand accumulation, cross-cultural communication and sound commercial system building.” According to the speaker, in the near term, most brands will prioritize strengthening their presence in domestic and regional markets before gradually expanding globally.
Yeli Gu, Founder of Ontimeshow, one of China's largest professional fashion trade shows, also does not believe that BRICS+ brands need to directly replace established international brands. In her view, the opportunity lies in the emergence of new global brands from new fashion centers. “So for me, the future is not about Moscow replacing Paris or Shanghai replacing Milan. It is about fashion becoming more multi-centred, with more places capable of creating globally relevant brands,” says Yeli Gu.
According to Nichole M. Bess, Founder and CEO of Noir Fashion Week (USA), consumers are increasingly interested in cultural authenticity and new perspectives, creating opportunities for brands from emerging markets to expand internationally. At the same time, she identifies infrastructure, investment, distribution and international visibility as key conditions for achieving international reach. “The next generation of global luxury does not have to come from traditional fashion capitals,” notes Nichole M. Bess.
For Susan Sabet, Board Member and Secretary General of the Egyptian Fashion and Design Council and a BoF 500 member, the issue is less about simply replacing one brand with another and more about competing for the global consumer. In her view, consumers around the world are increasingly looking for authenticity, individuality, craftsmanship and cultural context, rather than just a recognizable logo. “Digital commerce, social media, and international fashion platforms have made it possible for brands to reach global audiences directly,” says Susan Sabet.
Her view is shared by Pietro Polít, Founder and Director of Quito Fashion Week and Founder and CEO of Grupo Moda & D.I.S Corp (Ecuador). He believes that the goal is not for one group of established brands simply to take the place of another, but to create a more diverse global fashion system. “Brands emerging from these countries absolutely have the potential to become globally influential,” notes Pietro Polít. To achieve this, he adds, brands need not only good design, but also distribution, communication, financing, production capacity, technology, international media presence and commercial networks.
According to Mmantlha Sankoloba, CEO of the Botswana Exporters and Manufacturers Association, brands from BRICS+ countries already have the potential to compete with established international brands, but this competition should not be based solely on price. “BRICS+ brands must build strong brand identities, deliver consistent quality, embrace sustainability and leverage digital platforms to reach international consumers,” she notes. She believes that closer cooperation between BRICS+ markets could help such brands gain international recognition.
These and other issues related to the development of national brands and fast-growing markets will be discussed at BRICS+ Fashion Summit, which will take place from September 28 to 30 in Moscow at Zaryadye Concert Hall. Summit participants will discuss changes in the global fashion industry, shifts in consumer behavior, technological development, international markets and opportunities for brands from BRICS+ countries.
BRICS+ Fashion Summit will take place as part of the 7th Moscow Fashion Week, which will be held from September 26 to October 1, 2026, at the Central Exhibition Hall 'Manege.' Admission to all events is free with prior registration.
The strategic partner of BRICS+ Fashion Summit is Sber.
The general partner of BRICS+ Fashion Summit is Wildberries.
The technology partner of BRICS+ Fashion Summit is the GigaChat neural network.
More content from BRICS+ Fashion Summit is available on the event's official Wibes account, as well as under the hashtag #СаммитмодыБРИКС.
The official photo service for the event is the Rodchenko Moscow School of Photography and Multimedia.
Yeli Gu, Founder of Ontimeshow, one of China's largest professional fashion trade shows, also does not believe that BRICS+ brands need to directly replace established international brands. In her view, the opportunity lies in the emergence of new global brands from new fashion centers. “So for me, the future is not about Moscow replacing Paris or Shanghai replacing Milan. It is about fashion becoming more multi-centred, with more places capable of creating globally relevant brands,” says Yeli Gu.
According to Nichole M. Bess, Founder and CEO of Noir Fashion Week (USA), consumers are increasingly interested in cultural authenticity and new perspectives, creating opportunities for brands from emerging markets to expand internationally. At the same time, she identifies infrastructure, investment, distribution and international visibility as key conditions for achieving international reach. “The next generation of global luxury does not have to come from traditional fashion capitals,” notes Nichole M. Bess.
For Susan Sabet, Board Member and Secretary General of the Egyptian Fashion and Design Council and a BoF 500 member, the issue is less about simply replacing one brand with another and more about competing for the global consumer. In her view, consumers around the world are increasingly looking for authenticity, individuality, craftsmanship and cultural context, rather than just a recognizable logo. “Digital commerce, social media, and international fashion platforms have made it possible for brands to reach global audiences directly,” says Susan Sabet.
Her view is shared by Pietro Polít, Founder and Director of Quito Fashion Week and Founder and CEO of Grupo Moda & D.I.S Corp (Ecuador). He believes that the goal is not for one group of established brands simply to take the place of another, but to create a more diverse global fashion system. “Brands emerging from these countries absolutely have the potential to become globally influential,” notes Pietro Polít. To achieve this, he adds, brands need not only good design, but also distribution, communication, financing, production capacity, technology, international media presence and commercial networks.
According to Mmantlha Sankoloba, CEO of the Botswana Exporters and Manufacturers Association, brands from BRICS+ countries already have the potential to compete with established international brands, but this competition should not be based solely on price. “BRICS+ brands must build strong brand identities, deliver consistent quality, embrace sustainability and leverage digital platforms to reach international consumers,” she notes. She believes that closer cooperation between BRICS+ markets could help such brands gain international recognition.
These and other issues related to the development of national brands and fast-growing markets will be discussed at BRICS+ Fashion Summit, which will take place from September 28 to 30 in Moscow at Zaryadye Concert Hall. Summit participants will discuss changes in the global fashion industry, shifts in consumer behavior, technological development, international markets and opportunities for brands from BRICS+ countries.
BRICS+ Fashion Summit will take place as part of the 7th Moscow Fashion Week, which will be held from September 26 to October 1, 2026, at the Central Exhibition Hall 'Manege.' Admission to all events is free with prior registration.
The strategic partner of BRICS+ Fashion Summit is Sber.
The general partner of BRICS+ Fashion Summit is Wildberries.
The technology partner of BRICS+ Fashion Summit is the GigaChat neural network.
More content from BRICS+ Fashion Summit is available on the event's official Wibes account, as well as under the hashtag #СаммитмодыБРИКС.
The official photo service for the event is the Rodchenko Moscow School of Photography and Multimedia.